ABSTRACT
Persuasive communication, a basic part of our social and political development, is defined in this chapter as a process of communication that intends to influence others by using ethical means that enhance society. This definition touches all the basis: communication influence, ethics, and social role and is designed to help students gain an understanding and appreciation for honest persuasive communication and not be beguiled by examples of manipulative communication prevalent in some aspects of government and business. This chapter begins with guidelines for crafting effective and logical arguments. Rooted in such critical thinking skills, it calls, for examples, avoiding over-generalized statements, making irrelevant arguments, avoiding ambiguous argumentation and unwarranted conclusions, and building on false facts. Practical public relations tools for persuasive communication are position statements, speeches, and news conference statements. The chapter concludes by offering tips and guidelines for writing effectively for these vehicles.
